Özet:

The COVID-19 pandemic, which is increasing its impact in the world and in Turkey, has caused unpredictable wounds in the tourism industry as well as in many industries. In general, terms, tourism activities have come to a standstill all over the world. This study has been done on accommodation enterprises, which are at an important point in the tourism industry, and it is aimed to emphasize the importance of digital marketing for accommodation enterprises during the pandemic period. First of all, digital marketing, COVID-19 pandemic concepts are explained. Afterwards, the effects of the COVID-19 pandemic on tourism and the importance of digital marketing for accommodation businesses in this period were emphasized. What is the importance of digital marketing for accommodation businesses during the COVID-19 pandemic? The question was determined as a research question in accordance with the purposes of the research. Interviews were held with the managers of 9 hotels operating in Kocaeli, serving in different categories, and the findings that emerged after the interviews were evaluated. Descriptive analysis technique was used at the point of data analysis. As a result of the research, it has been observed that accommodation businesses are significantly affected by the COVID-19 pandemic, they appeal to different customer portfolios during this pandemic period, and their use of digital marketing tools in order to adapt to changing conditions. In particular, it has been observed that among these marketing tools, social media tools are primarily preferred and then businesses take their place in the preference order of their websites. If sorted by order, the most preferred ones are; It is among the findings that Instagram, Facebook and businesses have their own websites, and the influence of travel agencies is more in the background.

Anahtar Kelimeler: